More than a million viewers have watched a YouTube video posted by law student Brian Finkelstein, who filmed a Comcast technician who fell asleep on his couch in 2006, waiting on hold for help from the Comcast home office to fix an Internet problem. This video is now the top result when typing “Comcast” into the search box on YouTube.
Wait! Before you go to YouTube, what was in your head when you read that excerpt?
…
When I first read it, I saw a large burly man in a big, bluish-gray zip-up suit, completely reclined on a cheap couch – neck thrown back, mouth slightly ajar, ear to the phone.
When I read it again to my parents, I could hear his snoring and a female operator listing hold options to the tune of cheesy jazz music.
When I read it a third time to my sister, the Comcast guy also had his hand in a half eaten bag of potato chips. I guess he had taken it from the law student’s kitchen…
Then we all went to YouTube.
What a letdown. The 58 second video was funny like a Shakespearian comedy is funny – the plot was ironic and unexpected. But it was just a Comcast “expert” wearing a red shirt and sitting on a couch with his eyes closed, while some angry messages from the student to Comcast appear. That was it.
The sentence on its own though had made for the best comedy sketch in my mind.
A picture might be worth a thousand words. A motion picture might be worth millions. But words – words are truly worth an infinite amount of imagination.
Ever feel like we underestimate that idea these days?
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Excerpt taken from “Groundswell.” By Charlene Li and Josh Bernoff. Boston: Harvard Business Press, 2008.
